2. I AM JAMES
I’m a content strategy consultant
I currently work at Factory Media as
acting Head of Digital Content
@mrjamescarson
3. this process makes
THREE ASSUMPTIONS
You know your
customer / audience
archetypes
You have more than
one person working
on content strategy
Someone is in charge
4. No target audience, no targeted content
No targeted content, and
you’re wasting effort
Get to know your audience
5. One person does everything?
Fire fighting
Lack of collaboration / learning / motivation
27. <h2>Subtitle Stuff</h2>
NOT <strong> OR <b>
CENTER STUFF
LIKE IMAGES
LIST STUFF
<blockquote>
<ul>
<li>LIST</li>
<li>LIST</li>
<li>LIST</li>
</ul>
“Quotes”
</blockquote>
28. AUTHORSHIP
A system that enables author
profile pictures to appear on
Google’s rankings.
https://plus.google.com/authorship
29. STOCK AND FLOW
Flow is the feed. It’s the posts and the tweets. It’s the stream of
daily and sub-daily updates that remind people that you exist.
Stock is the durable stuff. It’s the content you produce that’s as
interesting in two months (or two years) as it is today. It’s what
people discover via search. It’s what spreads slowly but surely,
building fans over time.
http://snarkmarket.com/2010/4890
http://neilperkin.typepad.com/only_dead_fish/2012/03/content-curation-stock-and-flow.html
30. STOCK
• Guides
• How to
• Category pages
• Profiles
• Infographics
• Applications
FLOW
• News
• Social updates
PAGE TYPES
32. Editorial is a given, but can they…
• Tell you how Google works?
• Tell you what kind of content gets shared the most?
• Format in basic HTML?
• Write headlines that are great for users and search engines?
• Tell you the difference between a category and a tag?
• Work in Photoshop?
• Use a Content Management System?
• Not get concerned by negative comments?
• Edit using other applications or edit video?
